The Philosophy of Yasu Michino — The Spirit Behind Michino Paris
The Philosophy of Yasu Michino — The Spirit Behind Michino Paris
Founded in Paris in 2014, Michino Paris is a leather goods brand defined by simplicity, precision, and craftsmanship. Every detail is carefully considered, every line intentional — the work of founder and designer Yasu Michino, whose refined sensibility shapes each creation.
With over twenty years of experience designing for some of the world’s most prestigious luxury Maisons, Yasu has long been a leading creative voice in the Parisian fashion scene. But where does his distinctive sense of design come from? And what personal philosophy lies behind Michino Paris, his first eponymous brand?
In this series, we explore the origins of Yasu’s creativity and the mindset that defines his approach to craft.
This first chapter focuses on the foundation of his philosophy — the experiences that shaped his way of seeing, living, and creating.
Born in Tokyo in 1982.
Raised in China and Hong Kong, Yasu Michino left for the United States at the age of thirteen to attend a boarding school. He later studied Art History and French Literature at New York University (NYU).
After graduation, he moved to France in 2003 to study fashion design at Studio Berçot in Paris. He honed his craft as a designer at prestigious Maisons such as Saint Laurent, Givenchy, and Delvaux, before founding Michino Paris in 2014.
The son of a father working for a major trading company and a mother who taught English, Yasu’s life abroad began before his first birthday, following his father’s international career. Until attending a Japanese high school in New York, he had lived almost entirely in English-speaking environments.
“When I first entered a Japanese school, I found it quite difficult,” he recalls.
“Not only did I struggle with the language, but I also experienced bullying. I wasn’t comfortable with group dynamics, yet there was this unspoken rule that you had to stand out as part of the collective. It felt suffocating.”
Although adjusting to a Japanese-language environment proved challenging, Yasu believes it taught him valuable lessons.
“Someone always reached out to me,” he says. “I was never truly alone. It was a tough time, but in hindsight, it helped me understand human relationships — and myself.”
While navigating life in the Japanese school system, Yasu soon faced a pivotal moment — a question that would shape his path forward.
“After high school, everyone naturally followed the same path to affiliated universities in Japan. But I questioned that. I wanted to take a different route — one that was true to my dreams, not just the expected path.”
By that time, Yasu already knew he wanted to become a fashion designer. He began researching how designers he admired around the world had built their careers, studying the journeys that led them to success.
“It wasn’t about earning a degree,” Yasu explains. “It was about choosing the path that aligned best with my dream. When I thought about it that way, I realized I needed to leave my current school and transfer elsewhere.”
Determined, he secretly applied to the high school of his choice and, once accepted, approached his parents with the news.
“They weren’t angry at all,” he recalls. “They simply said, ‘If this is the path you’ve chosen, take good care of it.’ That was the first time I truly felt a sense of responsibility for my own future.”
Until then, Yasu had followed the course laid out by his parents. But during his high school years, he began to question what he wanted to do — and what it would take to get there.
From that moment, he set his sights on New York University, studying Art History as many renowned designers had done before him. To prepare for a future in Paris — the heart of fashion — he pursued a double major in French Literature, graduating with both disciplines.
Yasu believes that having a dream is only the beginning — the key lies in defining the steps needed to make it real.
“To achieve something meaningful, you must understand what’s required and take responsibility for each decision along the way. That’s how a dream becomes more than just a dream.”
▪️ Passion for Fashion — and Its Origins
“Because of my father’s work, the first country we lived in abroad was China,” Yasu recalls.
“In the 1980s, there was very little there — people wore the same utilitarian clothes, mostly in dull colors. So when my family first traveled to Paris, it was a shock. Everywhere I looked, people were dressed in color. It was then that I made a connection in my mind: color meant richness — color meant life.”
The contrast between the muted, monochrome life he had seen in China and the explosion of color in Paris left a deep impression on Yasu. From that moment on, fashion became a symbol of richness — not of wealth, but of spirit — something he would devote his life and passion to.
▪️ “Creativity is born in the space between desire and fulfillment.”
Yasu believes that when everything you want is easily within reach, creativity stops growing. True imagination, he says, emerges from the moments when you must find a way to fulfill a desire with limited means — when you must create what doesn’t yet exist.
“In Beijing, there was simply nothing to buy; and when I lived in Paris, I had no money. I couldn’t dress the way I imagined or combine materials as I wanted,” he recalls.
“As a child in Beijing, I would attach toys to my clothes to make them unique. Later in Paris, I would buy items from the cheapest secondhand shops and mix and alter them to create something new. Looking back, I think those constraints taught me the mindset of a designer.”
Bridging the gap between desire and fulfillment through creativity — that, Yasu believes, is where true imagination is cultivated.
▪️ Small efforts bear fruit — the secret lies in never being satisfied with the present.
Reflecting on his life, Yasu describes it as a constant pursuit of catching up — a journey defined by perseverance.
“When I entered high school in the U.S. at thirteen, coming from Beijing, I realized there was so much I didn’t know. Later, when I studied fashion in Paris, it was the same — I was always trying to keep up with everyone else. I worked harder than anyone to overcome my disadvantages. But now, looking back, I realize something: the level I once tried so hard to reach is now behind me.”
What began as an effort to catch up gradually became second nature — a quiet strength built through persistence.
“It’s the small, steady steps — the daily routines, the constant learning — that matter most. Never being complacent, never settling for what is, that’s what I value now. Continuous effort is what truly shapes us.”
▪️ The key to success is finding what truly fits you.
Over two decades into his career, Yasu has designed for some of the world’s leading luxury Maisons and achieved what many would call success. Yet his perspective remains remarkably humble.
“I don’t think of myself as special,” he says. “I’m like everyone else. The only difference, perhaps, is that I found something that fits me perfectly — and I never stopped working to master it.”
Yasu believes that anyone can move closer to success by nurturing what they love and what they are naturally good at. The challenge lies in finding that one thing. Doing so requires curiosity, experimentation, and a willingness to fail — a process of constant trial and error.
Only those who pursue what resonates deeply with them, and who continue refining it with patience and dedication, can reach the next stage of growth.
To remain curious, to keep exploring, and to never stop improving — perhaps that is, in itself, the true path to success.
▪️ What It Takes to Create Something Truly Good
Yasu believes that when the mind or body is under stress, creativity cannot flourish. To create something meaningful, he says, one must first be happy and balanced.
“What is happiness?” he reflects. “For some, it may mean wearing luxurious things or living a glamorous life — and that’s one form of richness. But for me, happiness isn’t about possessions or money. It’s about having space — mental and physical room to breathe.”
So, how does he maintain that sense of well-being?
“For me, it starts with routine. I always wake up around six, make tea, and read. I don’t check my phone until after my workout at the gym. The way you begin your day matters — by the time I arrive at the office, I already feel a sense of accomplishment, a kind of calm focus.”
He also pays close attention to how he nourishes his body.
“If I care so deeply about the origin of the leather I use, it only makes sense to care about what I eat,” he says with a smile. “I drink less alcohol now and pay attention to where my food comes from. When it comes to meat, I only choose what I can trust. I feel lighter, healthier — more in tune with myself.”
Michino’s creations reflect the same philosophy — quiet elegance, lasting beauty, and effortless functionality. They are not ostentatious pieces meant for display, but refined companions for daily life, designed to bring subtle joy to everyday moments.
It is the accumulation of small, intentional acts — living simply, yet with care — that keeps one centered and content. That same spirit lives within every Michino Paris creation.
▪️ Michino Paris — A Brand that Reflects the True Self
Having designed for many of the world’s most prestigious luxury brands as a freelance designer, Yasu mastered the ability to adapt — to understand and translate the subtle nuances of each Maison’s identity. Yet this also meant setting aside his own voice.
“For years, I measured success in numbers — how many projects I could handle at once, how many sketches I could produce, how many styles I could adapt to,” he recalls. “My work was recognized under names like Saint Laurent, Delvaux, Cartier… But then I began to ask myself — how would my work be received if it carried only my name? What could I express as Yasu Michino, as myself?”
Through Michino Paris, Yasu has found the time and space to reconnect with that question — to look inward and rediscover his own sensibility.
▪️ Defining “One’s Own Style”
For any creative director, the greatest challenge lies in defining authenticity — in expressing what is truly theirs through their brand.
“Being a designer means constantly having your values tested,” Yasu explains. “I don’t believe I have to do what everyone else is doing. I try to stay true to my own axis — to create from instinct rather than from trend. Of course, being aware of trends is part of the process, but I want to express concepts like elegance and functionality through my own sense of balance and beauty. Perhaps that is what ‘being myself’ means.”
▪️ Yasu Michino’s Life Philosophy in Michino Paris
In this first chapter, we explored the experiences and beliefs that shape Yasu Michino — the creative mind behind Michino Paris. His journey is defined by humility, curiosity, and a quiet discipline that refines both craft and character.
Every Michino Paris piece carries this philosophy — a harmony of elegance, authenticity, and purpose born from years of thoughtful creation.
In the next chapter, we will delve deeper into how this philosophy manifests within the brand’s leather goods — through their understated elegance, intelligent design, and timeless functionality.
Interview and text by Mami Fujii
